As Sydney Olympics begin, Nike ads ask: 'Why sport?'

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Nike, Beaverton, Ore., breaks a new campaign during this Friday's opening ceremonies of the Olympics in Sydney. The advertising from Wieden & Kennedy, Portland, is themed "Why sport?'' and shows unusual scenarios in which being fit has its benefits. In the first commercial, titled "Horror,'' U.S. athlete Suzy Hamilton outruns a would-be chainsaw-wielding attacker. The ad ends with the question "Why sport?'' followed by the response "You'll live longer.'' Another spot features Tour de France winner Lance Armstrong helping a circus elephant.

Copyright September 2000, Crain Communications Inc.

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